What does it take to change public behaviour and create lasting impact? In this episode of GovComms, David Pembroke explores this question with Sharon Rosenrauch, Principal Behavioural Scientist at the Department of Climate Change, Energy, the Environment, and Water. Sharon shares how small interventions—like nudging GPs to reduce antibiotic prescriptions—can lead to significant, long-term changes in society, demonstrating how behavioural insights shape more effective government policies.
Sharon also discusses the battle against misinformation in areas like climate change and energy, revealing how social norms and peer influence affect public opinion. She highlights a promising shift toward greater public skepticism of online misinformation, a key factor in building a more informed and engaged society.
The episode emphasises the importance of collaboration between behavioural scientists and communication experts. Sharon explains how tools like the EAST framework help craft impactful government messages, and how these partnerships are driving more effective communication strategies across departments.
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A transcript of this episode can be found here.